Does Viral Marketing Include TV Show Editing?

Article by Chris Richardson
Source: WebProNews

The author states that digitally inserting recent movie ads in reruns of television shows could be considered a form of viral marketing. However he suggests that this practice could create a backlash, decreasing the likelihood of consumers buying the product.

As the explosion of social networking completes itself — hey, Mark Zuckerberg agrees — viral marketing is a very real aspect of today’s world. The best examples of successful viral marketing attempts normally comes from movies, with examples like The Dark Knight and Cloverfield come to mind. It should be noted that this kind of marketing is not limited to using Internet resources, but with the popularity of social media, it’s a natural fit.

If you watched any of the NBA Playoffs, you saw a massive marketing campaign for the upcoming Kevin James vehicle, Zookeeper. Ads and other related content were forced upon the basketball-viewing public because, apparently, the target audience for such schlock are people who watch sports. Never mind the fact that these ads should’ve been shown to children during viewings of Sponge-Bob, instead of NBA fans. The fact is, Zookeeper had a hefty marketing campaign, however misguided, but apparently, the product placement was not limited to Dallas/Miami basketball games.

How does editing reruns of television shows that, in this case, were shown four years ago, to include promotional material for a 2011 movie sound? Does that sound savvy or ridicule-worthy? Thanks to an eagle-eyed Consumerist reader, it may be easier for you to answer that question. As the Consumerist revealed, the marketing arm that does the promotional work for Zookeeper decided that a 2007 episode of “How I Met Your Mother” was a great place to include such marketing materials.

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